Not So Fast on the Newspaper Obit

Shawn Riegsecker, president of local media buying agency Centro, wrote a thoughtful commentary in MediaPost (reg. req'd) that argues online editions of local newspapers are far from dead in the water and represent desired inventory from an advertiser perspective. I tend to agree, but there are still some big "ifs" looming.

Yet as has been empirically established, local newspaper sites have reach, consumer brand affinity and the most desired type of online content—news.